Compatibility-Driven Momentum in Redemption of Sales Promotions

We study how product category and construal level moderate the effectiveness of gain versus loss framed sales promotions. For products associated with a hedonic goal (e.g., a chocolate cake), loss frames led to a greater likelihood of redemption for low- (vs. high-) level construers. For products associated with a utilitarian goal (e.g., an energy bar), gain frames led to a greater likelihood of redemption for high- (vs. low-) level construers. When the product category, message frame, and construal level were compatible (e.g., a coupon for a utilitarian product presented in a gain frame to high-level construers), redemption likelihood was affected less by product evaluations, suggesting that a goal-compatibility driven momentum motivates consumer action (such as coupon redemption) in these situations.



Citation:

Amar Cheema and Nidhi Agrawal (2009) ,"Compatibility-Driven Momentum in Redemption of Sales Promotions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 146-149.

Authors

Amar Cheema, Washington University in St. Louis, USA
Nidhi Agrawal, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Don't Troll Me Bro: A Study of Griefing in Video Games

Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University

Read More

Featured

C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More

Featured

Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns

Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.